Big data is one of the important technologies that create superior competitive position for an organization. In the digitalized age, big data provide organization with useful insights for enhancing their decision-making process. This is because information can be collected, analyzed and utilized quicker, larger, and in more complicated scale than most people could ever grasp. However, big data has the potential to have a beneficial or negative impact on the lives of millions of people. It could enhance futures when utilized properly. Businesses utilize data to compile information from many sources in order to create knowledge, enhance predictions, and personalize offering. As a result, big data has also come under fire for being an invasion of privacy, potentially discriminatory, and plain creepy. Hence, the purpose of this study is to lift the big data usefulness in the organizational performance and the ethical consideration. Big data ethics seek to establish a moral and ethical standard for data use since the issue of ethics in big data work towards fostering a sustainable big data industry. Big data makes it possible to access data-information that might violate people's privacy unintentionally or on purpose, be used improperly. This calls into question the morality of sharing and using data for commercial purposes. In conclusion, it can be said that organizations need ongoing interactions and alignment between the core values model of the organization, those engaged in big data and the interests of stakeholders in order to realizes the ethical value from big data in this era of digital technology revolution that makes access to big data potable and interconnected.
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